Re-caffeinated Citi revives ad campaign

Tweaking its slogan from the 1970s, Citigroup Inc. launched its “Citi Never Sleeps” campaign.

Reviving and tweaking its slogan from the 1970s, Citigroup Inc. launched its “Citi Never Sleeps” campaign yesterday.
The tagline for the new campaign is similar to its “The Citi Never Sleeps” slogan, which was instituted in 1978, and continued until the mid-1990s in various U.S. markets.
“The slogan highlights Citi’s scope that it has an around the globe and around the clock commitment to its clients,” said Mark Rodgers, Citigroup spokesman.
The slogan replaces its former mantra, “Let’s Get It Done,” which was instituted in April 2007 under the tenure of Charles O. Prince III, Citigroup’s former chief executive.
That slogan was meant as an invitation for customers to use more of Citi’s services and as a rallying cry for employees, according to a report in The New York Times.
Although Citigroup executives said the slogan tested well with customers, employees were uninspired, according to the report.
After Vikram Pandit took as chief executive of the New York financial services giant in December, he made the decision to scrap “Let’s Get It Done” and replace it with the “Citi Never Sleeps” tagline.
The new campaign includes commercials with voiceovers by the actor Forest Whitaker and retains some of the music and video footage used in the “Let’s Get It Done” television spots with the new slogan at the end.